<p>PURCHASE, N.Y. – MasterCard International hopes that its new approach to smart cards strikes a chord. The OneSMART MasterCard program emphasizes flexibility over pre-packaging. Members can customize their own smart card applications to include any of the following: chip-based credit and debit; personal data storage; digital ID; security; loyalty; e-tickets; e-coupons; and stored value. In addition, they can choose the size of the chip, the technology platform employed, and any enhanced security features they wish to add to the card. Plans are underway to also provide members such marketing support as joint public relations initiatives, consumer and merchant research, prominent trade advertising, Web site content and links to issuer sites, as well as consumer education. "This is a very dynamic platform," said MaterCard International Product Services Vice President Christopher Rieck. According to Rieck the OneSMART program is being positioned as a global program for members.</p>